"Too good" to succeed? Why not just try “good enough”! : some deliberations on the prospects of frugal innovations

Rajnish Tiwari & Cornelius Herstatt
High-tech, German companies are facing a curious problem: their products are reportedly "too good" for the expanding global markets. So in a way they get "penalised" for offering a superlative quality. At a second glance, though, this doesn’t seem surprising. For, succeeding in the emerging markets like India or China often requires developing market-specific products and services that enable an attractive value proposition without taking recourse to (excessive) over-engineering. Furthermore, the innovations should be able...